Idea to reach out to over 2 lakh children in 3,000 schools in India, with a National inter-school skills fest, ‘Kaho What’s Your Idea’ designed by Derek O’Brien, and aimed at all round personality development of School Children

IDEA Cellular, the pan-India mobile operator has conceptualized a unique program aimed at developing relevant skill sets among school children, which extend beyond academics. Idea launched ‘Kaho What’s Your Idea‘ – a National inter-school skills fest, aimed at all round personality development of Children by creating a platform of learning with fun and entertainment, at a fun-filled event here today. With this pioneering effort, Idea has become the first brand in the telecom category to focus on building brand awareness amongst this nascent and high potential segment.

The launch of the first-of-its-kind national school connect program, at an event in Mumbai, saw an entertaining and lively mock session conducted by the country’s leading Quiz programmer and Host, Derek O’Brien, engaging school students, while concurrently explaining the program.

Having realized the change in the pattern of Education in India and across the globe, which has become more practical and application based, Idea through the ‘Kaho What’s Your Idea’ initiative aims at initiating a movement which is focused at developing the school children’s all round personality, by engaging them in activities which promote Logical thinking; Weaving a story; Application of Memory skills and Real-Life skills; besides honing their General Knowledge and Current Affairs. Idea’s ‘Kaho What’s Your Idea’ program will reach out to over 2 lakh children in 3,000 schools across 100 Indian cities, with the support of Derek O’Brien & Associates, which is also the content partner for the initiative.

Speaking at the launch, Mr. Derek O’Brien said, “The potential impact on children has been a missing element from the debate about of the changing pattern of Education in India. It is very important to rapidly equip the children with greater understanding of the impact of the changing environment and its requirements. ‘Kaho What’s Your Idea’ will provide a platform to the students to come out and put forth their perspectives, thought processes and examine and explain situations logically and rationally”.

The theme ‘Kaho What’s Your Idea’ itself explains the freedom of thought and expression that students will get to present, during the fest. This will not only help them look at situations rationally but would also boost their confidence in public and extempore speaking. The program will be open for students of Standard 8th to 12th; and the members of the jury, during the school and city level screening, would comprise of Principals, Counselors, and Teachers from across the country.

According to Ms. Anupama Ahluwalia, Senior Vice President – Marketing, IDEA Cellular, “Brand Idea has always raised concerns of the society and offered a Champion solution to overcome them. Idea has recognized the need for skills beyond academics, among school children. ‘Kaho What’s Your Idea’ campaign will give them a platform to speak their mind and test themselves in a holistic manner during their formative age, for building a better future. This will take our brand to the fastest growing segment in the Indian demographic, and build brand awareness amongst them.”

Idea has realized the potential in the Indian youth and created an engagement program to target this segment, just before they step into the crucial decision making age of 15-18 years, with the new national inter-school skills fest.

‘Kaho What’s Your Idea’ school connect program will be held in 3 stages, starting with a School Contact Program where students will be given 10-minutes Test paper, basis which representatives for the city final will be selected.

The stage 2 will be the City Finals, where the top 6 winners from Level 1 would be shortlisted. They would then have to clear a written semi-final round to determine the Top 10 all- India finalists.

Level 3 is the National Final where the 10 winners, accompanied by one of their parents, will come to Mumbai (or the city decided for the national final) and contest for the Trophy in the final hosted by Derek O’Brien.

‘Kaho What’s Your Idea’ ground activities will take off in September 2010, and will continue till the end of the current academic session. Children interested in participating can contact their school authorities.